Change the Culture, Change the World

“It is not a matter of business as usual, it is a matter of total innovation in business models, in operations, in marketing too. Total innovation tends to go one of two ways: ignominious failure or drastic success.” – from The Green Marketing Manifesto, by John Grant (p. 49)

I recently finished reading The Green Marketing Manifesto by John Grant. Important reading for anyone involved in marketing, advertising, and those who would like the earth to be around for their children. The Green Marketing Manifesto explains the concept that in order to make a difference, climate change requires culture change. At the core of the book, the idea is how successful brands (green or otherwise) need to be deed brands, not brands who simply use marketing and advertising without backing up their actions. It’s not talking, but walking the talk.

But in order to create deed brands, companies need to embrace the idea of culture change. You don’t just decide to be a deed brand. It requires fundamentally different ways of doing business, different ways of having conversations, and different ways of sharing information. And this requires brands to change their business culture. It’s not relying on the dogma of the way it’s always been done, but the concept of constantly striving to do better. It’s the idea of the Results Only Work Environment. It’s believing in the value of the long table and campfire instead of departments and job titles. A culture that believes in this change – in doing great deeds, in converting thinking and talking into action – is a culture goes beyond the green movement. It applies to every movement.

“It’s a huge challenge, but actually isn’t it the huge challenges which give life meaning?” – from The Green Marketing Manifesto, by John Grant (p. 291)

Culture change is obviously an enormous challenge. But culture change is necessary to change the world. Let’s give life meaning.